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In 1971, Marvin Gaye released What’s Going On, an album that didn’t just capture the sound of its time, it captured its soul.
Recorded over ten days, the album is a testament to the power of active listening and focused response. Gaye’s ability to listen deeply to the voices around him and transform them into something beautiful and lasting is a lesson for all of us in the creative arts.
Perhaps the most profound ideas come not from speaking, but from truly listening.
We’re often chasing the next big idea, but perhaps the most profound ideas come not from speaking, but from truly listening.
Above: Marvin Gaye's What’s Going On is a testament to the power of active listening and focused response.
In our work as storytellers, listening means more than just hearing words, it’s about understanding the people behind them; their stories, emotions and realities. Working at a Latina woman-owned agency, I’ve learned the importance of deep listening. I’ve immersed myself in ethnographic conversations where real, unfiltered voices reveal deeper insights.
It’s about going beyond the brief, about understanding cultural contexts and engaging with the challenges and aspirations of the people we’re speaking to.
This isn’t just about gathering data, it’s about going beyond the brief, about understanding cultural contexts and engaging with the challenges and aspirations of the people we’re speaking to. Respecting and engaging with the cultural values that shape people’s lives is essential. Crafting stories that resonate deeply comes from acknowledging and honouring the significance of cultural identities. This cultural sensitivity should guide our creative process, allowing us to craft stories that truly connect.
Diversity, equity and inclusion in storytelling isn’t just about adding a variety of faces to a campaign, it’s about empathy, about truly reflecting the experiences of the people we’re speaking to. Every creative process presents a choice: take the easy route, relying on familiar tropes, or dig deeper to find untold stories. This requires commitment, asking ourselves how our work will be received by different audiences. Are we reinforcing stereotypes, or challenging them? Consider the impact on someone struggling financially; should our work merely remind them of their hardships, or offer a message of hope and empowerment?
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Credits
powered by
- Agency Wieden+Kennedy Portland/United States of America
- Production Company Park Pictures
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Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency Wieden+Kennedy Portland/United States of America
- Production Company Park Pictures
- Director Lance Acord
Credits
powered by
- Agency Wieden+Kennedy Portland/United States of America
- Production Company Park Pictures
- Director Lance Acord
Above: Nike's Dream Crazy tapped into broader cultural conversations.
Think about individuals with chronic conditions; should we focus solely on their challenges, or celebrate their resilience and offer genuine support? And, for non-English speakers, can a simple translation capture the cultural nuances that matter to them, or should we strive to create tailored messages that resonate deeply, incorporating language, cultural references and values? True engagement is born from open dialogue and a genuine desire to connect on a personal level.
The most powerful stories often come from deeply understanding what matters to people.
Spotify’s Wrapped campaign is a great example of this kind of resonance. By listening to its users, Spotify turns personal data into a celebration of individuality. It’s a reminder that the most powerful stories often come from deeply understanding what matters to people. Nike’s Dream Crazy campaign featuring Colin Kaepernick is another, tapping into broader cultural conversations about justice and activism while celebrating individual perseverance.
These campaigns succeed because they’re rooted in a genuine understanding of their audiences, striving for authentic representation rather than tokenism.
